This is a straightforward growth case designed for skill-building across all levels. The case guides candidates through a structured diagnostic (ratings analysis → competitive positioning → product gap identification) to arrive at a clear recommendation. The quantitative element is simple multiplication, making it accessible while still teaching the importance of data-driven decision making.
Your client is BFB or Born for Beauty, a leading Korean beauty marketplace that sells a variety of Korean cosmetics, including makeup, skincare, haircare, and fragrances. Their biggest market is the U.S., but they also sell in Latin America, Europe, and Australia.
Despite being the market leader in the U.S., they have been facing slowing growth in the last few years. BFB is in danger of losing their current market position.
The CEO, Sunny Jung, has asked for your help to retain their market leadership and increase sales in the next few years. What should BFB do to improve growth?